Delivering IMS Services

Can you build a business around this stuff?

Mark F. WhittierVice President, Corporate Marketing

’05 | 2Tekelec Confidential

Data(Multimedia)Voice

Real-Time

200 milsec

2 sec

20 sec

200 sec

Voice Mail

MMS

MusicDownloads

Circuit

Trend

Ring Tones

SMS

WAP Browsing

StreamingVideo

Gaming

BroadbandNarrowband

PTx

IM

Presence

Web Service

VoIP

Tre

nd

MMIM

Video Conf

Media / Transport

IMS Core

TDM/NarrowbandAccess

WirelessAccess

BroadbandAccess

Legacy SS7/C7 Network

Eagle

SMS-C

SMPP

SMPPApp

OtherCarrier

SMPPGateway

HLR

MSC

ENUM

Message

Server

SubscriberDatabase

ContentStore

3G2/2.5 G

SS7

SMPP

Diameter

SIP SIP

ShortMessag

eGatewa

y

Pre-PaidRatingEngine

TekCore

SIP

SS7Domain

PresenceServerService

Gateway

STP+PresenceGateway

e.g. LCR, PrePaidSMS Welcome

SMSC

Application Server

SIPDomain

HLRSIP

SIP/SIMPLECSCF

Message

Server Proxy

CSCF

SMPP

SIP

SIP

SIP

e.g. PTT, IM, Location, Video

Home

SubscriberServer

SS7Core

Legacy Architecture IMS Architecture

Number Portability

ENUM

Routing Gateway

Messaging Gateway

TollFree

IMS Made Simple

Slide 1 of 89Slide 1 of 89

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Signaling Interface

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PSTN/

Legacy/External

Applications& Services

(SCP)

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Legacy MobileSignallingNetwork

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Cx

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Ms

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UuR

MGW

3G-GGSN

MGCF

P-CSCF

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MRFC

HSS I/S-CSCF

T-SGW

CAP

MGW

MSC server GMSC server

Applications& Services

(SCP)

HSS R-SGW

T-SGW

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CAP CA

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3G-SGSN

MRFP

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Application Server

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PCF

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’05 | 3Tekelec Confidential

What IMS Brings to the Table

Operator

End User

• Multimedia delivery across fixed and wireless

• Increased productivity and satisfaction with communication devices

• Transparent service access in both traditional and IP-based networks

• Service based on a consistent user profile

• Transition technologies increase brand awareness (messaging / presence)

• Services that bridge the legacy and IMS worlds – allowing greater ROI

• Mobility services that increase revenues and provide added value for customers

• Flexible architecture for application growth

’05 | 4Tekelec Confidential

This old analogy…

Infrastructure

Railroad Transportation/Logistics

’05 | 5Tekelec Confidential

This old analogy…

Infrastructure

Railroad Transportation/Logistics

Works here too…

PSTN Communications/Services

’05 | 6Tekelec Confidential

So, what’s your point?

Some fundamental assumptions of “phone” networks no longer apply1. End-user no longer equals a phone

Now, a bundle of access devices, IP address(es), service preferences, customized GUIs, etc.

2. Operator/service provider no longer equals an access network Truly a “service provider”

Stop banging your head against the wall looking for the “killer app” and transform your network – and your business plan – to enable Access independence (“Mobility”) Functional portability (“Media-ability”) Individualized service bundle (“Me-ability”) Centralized call control, OSS, Application “experimentation”

’05 | 7Tekelec Confidential

Value proposition-based business plan

Problem: Pleasing each subscriber on their terms, “Me-Ability” (market-of-one, micro-casting, mass customization, customer centric)

What’s needed: Subscriber-based network. Knowledge of subscriber preferences, behavior and commercial standing at the individual subscriber level

Problem: Content must be secure; delivery must assure quality

What’s needed: Managed network. Secure, trusted, digital domain with strengthened identity management and QoS for high-value sessions

Problem: No killer app or clear service direction?

What’s needed: De-risk failure. Permit carriers to fail frequently, quickly and inexpensively as they uncover differentiated services and gather information

Problem: Building brand loyalty

What’s needed: A single service provider across access domains. Service control and performance insight to solidify the customer relationship

Problem: Networks are defined by end-points, but value resides in binding humans to others, to content or to Web Service-based applications

What’s needed: An IMS-based architecture with a robust concept of Presence, tied together with Web Service enabled application layer

’05 | 8Tekelec Confidential

Moral of the story

1. Boldly go… into IMS-land - Based on SIP, call control, session border control, mobility management

…all kinds of good stuff inherent in VoIP services today Has the flexibility for you to base your business plan on solving customer

problems and not the search for the holy grail Enables Mobility, Me-Ability and Media-Ability

2. Seek out vendors who -• Have key IMS elements today and already provide key components of

the IMS infrastructure (no wasted investment)

• Provide key transitional technologies that can manage service delivery across the SIP/TDM divide (radically increasing subscriber base/ROI)

• Have a clear vision of the promise of the IMS architecture

Stop banging your head against the wall –Stop depending on the “killer app” and build your

business plan on value!